Portfolio Marketing

Effective portfolio marketing is foundational to go-to-market success, generating the deep buyer insights, market knowledge, and messaging needed to drive engagement and results. Explore our portfolio marketing insights to help design audience-centric go-to-market strategies, craft product portfolio messaging that resonates, and enhance revenue.

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Insights

Blog

Go-To-Market Strategy: Three Steps To Intentional Segmentation And Route-To-Market Decisions

Katie Fabiszak August 11, 2023
A one-size-fits-all go-to-market strategy is nonexistent, but B2B organizations need a methodology in place to support the creation of an audience-focused go-to-market strategy. This blog post dives into the market strategy layer of the Forrester Go-To-Market Architecture, which guides B2B leaders on how to think through the decisions about segmentation and routes to market.
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How B2B Marketing, Sales, And Product Can Align To Drive Growth In 2024

Srividya Sridharan August 8, 2023
Planning season is the perfect time for B2B revenue engine leaders to address common challenges, share functional insights and competencies, and build a customer-obsessed growth strategy.
Blog

Two Generative AI Experiments For Portfolio Marketers Building B2B Messaging

Barry Vasudevan July 17, 2023
Generative AI has the potential to impact B2B messaging for the better. It can help craft messages based on buyers’ needs, but this requires experimentation and iteration. This blog post highlights two areas where portfolio marketers should explore using generative AI in their messaging process.
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Portfolio Marketers: Will You Make Generative AI Your Superpower?

Brittany Viola June 22, 2023
Check out this guidance for portfolio marketers on how to best leverage generative AI, whether you’re just starting out, looking for best practices, or investigating new use cases.
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Shift Into High Gear: Unlocking Insights To Outpace Your Rivals

Brittany Viola June 15, 2023
Read about the four categories of insights that portfolio marketers should consider when aiming to advance business outcomes, drive customer experiences, and support their organization’s growth strategy.
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Getting Buyer Experience Right Is A Must For B2B Organizations

Barbara Winters May 30, 2023
B2B organizations excel at customer experience (CX), but they don’t apply the same discipline to the buyer experience. And with B2B buyers more savvy and demanding than ever, taking a CX approach to understanding and managing the buyer experience can be a competitive advantage. This blog post covers three things to consider when thinking through how to manage the buyer experience at your organization.
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Exemplifying B2B Excellence: Forrester’s 2023 Programs Of The Year Award Winners

Cristina De Martini April 18, 2023
Our annual POY awards, given at B2B Summit, celebrate companies that have achieved exemplary results in marketing, sales, or product management. Learn the seven companies that will be in the spotlight this year.
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Are We Ready To Activate Personas And Messaging With Artificial Intelligence?

Barry Vasudevan April 5, 2023
Artificial intelligence will change the way portfolio marketers approach personas, messaging, and buyer's journey maps. Here's how.
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B2B Messaging Is Fractured, But It Doesn’t Have To Be

Ian Bruce April 5, 2023
B2B marketing teams create messaging for brand and product — often separately — that attempts to articulate differentiated value to buyers, customers, employees, and other stakeholders. What is abundantly clear from our research is that there is a significant challenge to ensure that all this messaging is connected and consistent. The Messaging Disconnect In Forrester’s […]
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Want Better Content Performance? Fix It At The Source.

Kathleen Pierce March 20, 2023
Marketing and sales enablement teams often struggle with poor content performance for years because they're not addressing the root causes. Conducting a content inventory health analysis helps pinpoint what's going on with findability, relevance, and quality issues, pull in the right teams to eliminate the problems, and then track the right progress metrics.
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Generative AI In Everything, Everywhere, All At Once Forces A Turning Point For B2B Content

Lisa Gately March 17, 2023
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Younger Business Buyers Are Having Their Say

Amy Hayes February 14, 2023
Millennials and Gen Zers now represent the majority of business buyers globally. Understanding how they approach the buying process is increasingly essential.
Blog

The Future Of Localization Is Here: Are You Ready?

Kathleen Pierce January 26, 2023
Here’s a thought experiment to test if your organization is ready for the future of localization. When you think about your customer and employee experience (CX and EX), do you think about what it’s like in each of their languages? Or do you unconsciously assume a monolingual experience? If we’re honest, many of us, especially […]
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Three Competitive-Strategy Actions For B2B Marketers To Take In 2023

Barry Vasudevan December 5, 2022
As the holiday season approaches, my thoughts often turn to friends, family, food, and … presents! And buying those presents often brings me to thoughts of COMPETITION. Should I buy the latest and greatest gadget, or should I get the one that can be returned when I make the wrong choice? Yes, every company out […]
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Forrester’s Buyer Insights Reports Reveal Current Business Drivers And Buying Behaviors

Amy Hayes November 17, 2022
The key to becoming truly audience centric and more effective as a marketing org is to deepen your buyer insights. Forrester has just
Blog

Breakthrough Go-To-Market Strategies Require Three Components

Katie Fabiszak November 8, 2022
It’s more important than ever for B2B organizations to make sound strategic decisions. Yet if you ask each member of your executive leadership team how they define go-to-market strategy, you will likely get a different answer from each of them. Not only does this create confusion internally, but it’s also an inhibitor to growth, as […]
Blog

Portfolio Marketing Must Act As A Compass Through Shifting Seas In 2023

John Buten August 30, 2022
By investing in audience-centric practices, portfolio marketers can help their organizations be more efficient and effective, despite economic uncertainty.
Blog

Three Ideas To Make Your Messaging A Hit With Buyers

Barry Vasudevan June 24, 2022
Enticing plot, captivating characters, and spellbinding world-building all come to mind when we think about great TV shows. B2B marketers should take lessons from this when it comes to building and enabling effective messaging.
Blog

Your Buyers Are Evolving, And You Should Follow

Paul Ferron May 31, 2022
Marketers need to understand how their buyers are changing and enable their buyer-facing roles with key insights to gain competitive advantage and drive growth.
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Four Tips On Finding — And Spearheading — New Strategies For Growth

Beth Caplow April 22, 2022
A few mind shifts can help portfolio marketers identify and capitalize on growth sources that they may have overlooked.
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